It is inevitable to convince customers in the sales process, and first-class sales experts must also be top persuasion experts. The purpose of communication is sometimes to exchange feelings, but in the process of sales, it is more to promote one's own views, identify, accept and clinch a deal, and the process of sales is the process of persuasion. In order to explain the sales skills more vividly and concretely, we use Gulong's seven weapons to tell you convincing sales skills, hoping it will be useful to you! Seven Swords is one of Gu Long's most famous series of works, which describes the famous weapons in Wulin: the eternal sword, peacock feathers, jasper knife, amorous ring, overlord gun, parting hook and fist. Seven incredible weapons and seven extraordinary lives. Subconscious persuasion has a mysterious and irresistible power that makes people think under its guidance. The subconscious dominates people's ideological core, and subconscious persuasion often leads people to the deep information, enters people's corresponding channels, produces unique influence, and achieves the expected results. There are also seven most powerful weapons about subconscious persuasion in Jianghu.
way
First, prompt guidance method (longevity sword)
It means the engine of a car, and it is only the shell of a car. When we are talking about prompt guidance now, you will pay attention to the following article; When you pay attention to reading, you will unconsciously swallow saliva; When you feel your swallowing action increase, you will begin to feel special. You will feel why I know your swallowing will increase. You may not understand why I understand. It doesn't matter. You just have to smile. Did you start swallowing just now? This is timely guidance. A good communicator will listen to him smoothly, and you won't resist. How to prompt and guide a person? When giving tips and guidance, please avoid causing a person's negative links or opinions. What is a negative connection or opinion? Now, please don't imagine you are holding a lemon in your hand, and don't imagine you are holding a lemon and opening your mouth to squeeze the juice. You can't feel the sour taste of lemon juice dripping in your mouth. Please don't imagine. Do you feel your saliva secretion is increasing? I told you not to think about lemons, but all you have to do is think about lemons and sourness. People often bring people into negative or tend to think negative when communicating. There are two ways of prompt guidance: one is called causal prompt-and, and. The second is: it will make you, it will make you. If this is a standard hypnotic term. Suppose you are selling real estate, how to design a way to convince the other party in the case of constant complaints? You can say, "Miss Zhang, when you listen to me introduce the advantages of the house to you now, you will begin to notice how comfortable you will be if you live in this house." This sentence is very smooth and hard to resist. Prompt guidance is often because something has been stated before, which is about the cause, related to the consequences, and what information the consequences should convey. The first way is to use "and" and "to connect, for example:" Mr. Zhang, I know you are considering the price now. And you will understand that there is no way to have both quality and price, because you get what you pay. The best way is to use "will make you" or "will make you", for example, "when you are considering buying insurance, it will make you imagine how important it is to give your family and children a safe guarantee. "This practice will reduce a lot of customer resistance. There are two principles of prompt guidance: first, don't tell others what you can't do; The second is to use some conjunctions to connect cause and effect, and then describe what he agrees with, constantly repeating his current physical state and psychological state.
Two, two choose one rule (peacock feathers)
Peacock feather is a kind of hidden weapons, and its beauty makes people forget hidden weapons. Peacock feather represents a belief in winning, an absolute deal, and an attitude of not giving up until you reach your goal. Don't ask, "Do you want to buy it?" Instead, ask "Do you like A or B?" "Do you want two or three?" Don't ask if the other person is free or not. Ask a person whether to go to the movies, and you will get two answers: yes or no; Q: "Shall we go to the movies on Saturday or Sunday?" Give him a chance to choose. The "choose one from two" rule has a suitable use time. Many sales skill training lecturers or institutions don't really understand the significance of "appropriate use time". Before entering the final stage, don't use the "choose one from two" rule easily. The other party doesn't know exactly what you want to communicate with him and what to sell, and has not yet become interested. You suddenly asked him when he was going to buy it. When you shot, you really pointed the gun at yourself. You are ignorant and fearless! Or go to the other extreme, and after the result has appeared, give two choices. It's ridiculous to think that all the questions that provide an alternative are the application of the alternative rule! Peacock hair is a legendary killer, not hair that grows behind a peacock's ass.
Third, the comparison principle method (jasper knife)
The principle of contrast is a kind of subconscious persuasion, which has a very obvious effect when applied to life and career. There is a true story. There is an eleven or twelve-year-old girl in America who wants to buy a bike. Her parents want her to make her own money. She sells cookies during summer vacation, winter vacation and after school, and even sells 40 thousand packets a year. People in the company found that no one in the company could sell so many cookies. This 12-year-old girl broke the company's record just by working. Experts began to study how children did it. After research, she found that the little girl used the principle of comparison. She prepared a lottery ticket worth 30 yuan. She sells a lottery ticket every time she knocks on someone's door. As soon as she knocked at the door, she introduced herself that she wanted to buy a bike and sell lottery tickets during the holiday. It's 30 yuan. If you are lucky, you can earn10 million. Everyone thought the lottery ticket was too expensive, but she insisted on convincing everyone that everyone sympathized with her, but they all said it was too expensive. At this time, the girl immediately took out ten packets of biscuits and said with a pathetic look. Someone will buy it soon. She just used the principle of comparison and sold ten packs of biscuits at once. The principle of comparison is most suitable for numbers. The little girl compares 30 yuan with two dollars, and the price is the number. Numbers can also be time. Suppose you persuade others to "invest 1000 yuan a year, 365 days a year, and you can't invest in 3 yuan every day. Mr. Zhang has a look. It's less than 3 yuan a day, and it costs 10 yuan to smoke a pack of cigarettes a day. You can get something by investing one-third of the price of a pack of cigarettes a day. " The amount of his investment has decreased, with special emphasis on the difference of 300 times between 1000 yuan and 3 yuan. This is the principle of comparison. Fourth, the disconnection method (love ring) thinking is causal, so the other party will feel very smooth because of the cause and effect. Similarly, breaking the chain is just the opposite. Assuming that the other party has resistance, breaking the chain by breaking the chain is the nerve chain and the thinking chain. There are many ways to interrupt the connection, such as visual interruption, when the other person suddenly makes a face when talking, it is even more difficult to connect when the thinking is interrupted. When it is difficult to connect, it is like a rope. Cut it in two, cut it in three, and cut it in a hundred, it will be difficult to connect. When it can't be connected, this rope is broken, and this nerve connection is broken. At this time, you can string a new rope.
Four, interrupt connection method (emotional ring)
Thinking has cause and effect, so the other party will feel very smooth if it is deduced from cause and effect. Similarly, breaking the chain is just the opposite. Assuming that the other party has resistance, breaking the chain by breaking the chain is the nerve chain and the thinking chain. There are many ways to interrupt the connection, such as visual interruption, when the other person suddenly makes a face when talking, it is even more difficult to connect when the thinking is interrupted. When it is difficult to connect, it is like a rope. Cut it in two, cut it in three, and cut it in a hundred, it will be difficult to connect. When it can't be connected, this rope is broken, and this nerve connection is broken. At this time, you can string a new rope.
Five, crazy salad effect method (overlord gun)
What is the madness salad effect? Words and deeds are illogical. Blur a person's consciousness with incoherent language or body movements. When you are vague, naturally what you say will enter the subconscious of others, and the other person will be easily persuaded by you. When Chen Su was learning sales skills, he came across the following conversation: "If you can forget what you should have forgotten before, shouldn't you know how the subconscious should work?" Can you read what it says? Is it confusing? This is the standard crazy talk salad effect. Completely illogical, the more illogical, the more you can blur a person's consciousness. I was in Nanjing a year ago and wanted to buy a mattress. It was a hot day in July. I took a fancy to a mattress, 1500 yuan, but I'm going to bargain with the salesgirl for 1000 yuan. After chatting with the salesgirl for a long time, everything was exhausted. The salesgirl still said that it was impossible to talk about a dime less. She gave an ultimatum: "If it is less than 1, don't talk about it in 200 yuan." Finally, I thought of crazy salad, and I said, "Miss, I've been talking to you for almost half an hour. I'm so sincere. Are you sure you won't sell it to me at 1000 yuan? " She said, "There's really nothing I can do." I immediately raised my voice and said, "OK". I picked up my wallet, which contained 2000 yuan. I opened it and said, "Look, I only have 2000 yuan in it." I took out all 2000 yuan, then grabbed her hand, put the money in her hand and said, "Then you won't sell it to me 1000, and I'll buy 2000 yuan from you." Who has touched this kind of business? She was confused at once. She won't sell me 1000 yuan. If I give him 2000 yuan, will she accept it? I was afraid to answer it, and then she said, "Sir, don't be ridiculous. I sold it to you at 1000 yuan. How can you give me 2000 yuan? " I said, "I bought it from you with 2000 yuan in good faith." He also made a lot of stupid moves. Finally, the lady said, "Sir, I really can't sell it to you 1000 yuan." I said, "Then pay me back 1000 yuan." I'll move the bed right away. The young lady had to say, "All right, all right ..." So the deal was made at 1000 yuan. These methods are very flexible, there is no formula, as long as you grasp the principles and don't go too far.
The way of asking intransitive verbs (tick)
Questions can guide a person's thoughts, and few people are willing to be persuaded. The best way to convince a person is to let him convince himself. For example, Teacher Zhang, what is the most important thing in your life? Family. Is family important to you? Yes Do you think it is your responsibility to make your family happier today? Yes So do you think you should try your best to make your family happier? Do you think you should do something that has longer-term significance for your family and children? Then suppose I have a way to make you think about your family for a long time. Are you interested in learning about it? Are you free tomorrow or the day after tomorrow? Can I visit you and talk to you? Use these questions to guide some thinking, and focus on family happiness and responsibility with a few questions. So you don't have to sell anything, just use questions to guide each other's thoughts. So you will find that people with good communication skills in this world always talk less and ask more questions. Sometimes the more you talk, the worse your influence. Some people may disagree, and some people may say that the last time I met an eloquent person, if he learned to ask questions, his influence would be more than five times greater than now. But some people don't know how to speak and ask questions, so their influence is very small, because they can't guide a person's thoughts. You should remember this sentence: communication only needs to ask questions.
Seven, expand the pain method (fist)
Everyone is pursuing happiness and avoiding pain. When a person doesn't act, how do you switch to make him feel that there will be pain if he doesn't act, especially if he is an evasive person. To amplify his pain, people, things, places, things and times are different. Pay attention to the order. When the greatest pain occurs, the order is valid for him. A person's greatest pain occurs when his most important values are not realized, such as what is most important to you in life, some people say health, others say career and so on. Knowing the important value, your greatest pain comes from your happy family. Let him know that if he doesn't do this, there is no way to meet the most important values in his life. After expanding the pain, you can solve the problem for the other party, or the product you want to sell, or the idea you want to convey, which is usually easy for the other party to accept.
Describe with examples
Sales skills and word-of-mouth sales are very common in daily life, and everyone has a clear sales picture in their mind. Sales affect you all the time. After reading this article, a new understanding of sales will help you develop and apply new skills and get the most benefit.
What is sales? Our definition is simple. Sales is the process of introducing the benefits provided by goods to meet the specific needs of customers. Of course, commodities include tangible goods and services. Meeting the specific needs of customers means meeting the specific desires of customers or solving the specific problems of customers. Only the special benefits provided by commodities can meet the specific needs of customers.
For example, the customer's goal is to buy sunglasses, and some are to be cool; Some people are afraid that the sun is too strong, and squinting is easy to increase wrinkles in the corners of their eyes; Some may have quarreled with their boyfriends yesterday, and their eyes were swollen with tears. Nothing covers their swollen eyes, so it is inconvenient to go out, so they should buy a pair of sunglasses. Everyone has different special needs. No matter how cool sunglasses are, if the lenses are light in color, the cooling benefits provided by these sunglasses cannot meet the special needs of two customers who are worried about wrinkles and want to cover their red eyes.
Therefore, the definition of sales is very simple for us. In other words, you should find out the special benefits that goods can provide to meet the special needs of customers.
We tell you what sales are, and we want to tell you what sales are not. Sales are not all about explaining the function of goods. Because you have no idea: what are the needs of customers? Sales is not about arguing with customers and winning them. Customers can't beat you, and they can beat you without buying your things. It's cheapest to sell things that don't belong to me. It would be a pity not to buy it. If things can only be sold because they are cheap, then the reason for selling is that the production unit effectively controls the cost, not the sales efforts. What if you don't have anything cheap to sell? Sales is not a flow of words, so that customers have no room to speak. Without interaction, how to grasp the needs of customers? Selling is not just selling goods, because customers have a good impression on you and will believe what you say. After you know what sales is, we will explain the sales process and the sales skills you should learn in the next lesson.
It used to be said that nothing would happen unless the sale took place. Without sales, the products produced are waiting to be scrapped in the warehouse, workers are unemployed and no one needs transportation services. We will all live in hardship, and everyone will work hard and be self-sufficient on the small piece of land he owns. But think about it, how can we own land if no one else sells it to us?
Looking around while reading this textbook, you may find that even if there are not thousands, hundreds of goods can reach your hands through sales. Even if you sit in the Woods and read a book, you are involved in the sales of this book to some extent. Even if we don't talk about the outside world, then evaluate ourselves. What do you believe? Why do you believe what you do? When you were growing up, didn't other people, such as your parents, "sell" you a series of values? Didn't any teacher convince you that 2+2=4 through demonstration? Did you deduce it yourself?
After reading the above paragraphs, your understanding of sales will be at least a little different from before. Now even if you don't put the sales facts out, your understanding has changed a lot. Good sales is not strong sales, but asking questions and making others think in a different way. You know that radio and television advertisements are selling goods to you, but you may not realize the far-reaching influence of advertising activities on you. For example, you may not drink Coca-Cola, but I bet you can hum the music when you hear the advertisement, or you can imagine a million-dollar prime-time TV advertisement accompanied by music.
Even if you don't like Coca-Cola, if someone asks you to buy him a bottle of Coca-Cola, how long will it take you to find the Coca-Cola on the shelf? It won't take long. Why? Part of the reason may be that in most supermarkets, the shelf position of Coca-Cola is very prominent. However, the reason why you can find Coca-Cola quickly is because you clearly know what the outer packaging of Coca-Cola looks like.
We are used to living in the atmosphere of commodity information, and we try to avoid the influence of this information. We adjust our mentality, eliminate unnecessary information, and only pay attention to advertisements that are of particular interest to us.
Imagine that you just glanced at the huge, heart-stopping billboard advertisement of a pipeline maintenance company, and you might think that this pipeline maintenance service is undoubtedly the best service in this city. This pipeline maintenance company hopes that you can remember him when you need pipeline maintenance by making a much bigger billboard advertisement. Even if you never need a plumber, do you know him well? It's possible.
So what happens when you need a plumber? You may not think of him right away. Once the water pipe is broken, you have to turn off the tap and wonder how long it will take to get back to normal. Your first reaction is to look through the yellow pages phone book and look for it under the repair service. If this company is serious about its business, another advertisement or at least a telephone directory will appear in the telephone book. Once you find his advertisement or catalogue, you will feel familiar and comfortable. You will call him and then make the next choice. If the other end of the phone accepts your request, the transaction will begin.
Do you realize that you are also part of the manufacturer's advertising plan? In fact, you are already a salesman of many kinds of goods. You may say, "Well, Miss Chen, what medicine do you sell in the gourd? I attended your training this time to learn how to sell, and now you say that I am already selling things to manufacturers. "
There is a test to prove my point: look at the wardrobe and drawers, find out how many brand names are stuck on the front of your coat, the pockets sewn at the back of your pants and the outside of your sneakers, and then think about how much you can get paid for advertising them.
Display advertisements not only refer to signs, colorful flags and street signs, but also include getting free T-shirts, hats or interesting gift bags. Isn't this pleasant? No matter who you are, free is free. It's good to get free items.
But when you accept and use these lovely little gifts, you realize that you are helping these enterprises spread the goods and show others that these goods are excellent; Or remind your friends and acquaintances of the new branch of that enterprise? Do people notice when you use something with a brand logo? I will. The next time you can't help reading the words on someone else's T-shirt or hat, you will confirm the above point more.
Print ads: a glance at the daily newspaper will reveal that you are bombarded by news and print ads, and most magazines have a large number of pages full of advertisements. It is the advertising revenue, not the annual subscription fee of 365 yuan, which keeps excellent newspapers and magazines in good operating condition. Merchants are willing to spend huge sums of money to buy versions to convey product information to the audience. Readers pay to read articles and advertisements. E-mail advertisement: The letter you receive, whether it's a pleading letter, a business coupon or a catalogue, is for a simple purpose: to sell you goods. According to the probability distribution, before the mail advertisement is discarded, enough people will spend time reading and actually ordering goods.
It may surprise you to learn that the average response rate of email advertisements is only 1%. In other words, of the 100 catalogs, only one brought the actual order, and the other 99 did not bring the company a penny of income. In fact, because it contains many color pictures, the cost of the catalogue is relatively high. In that case, why are there so many e-mail advertisements? The answer is simple. As long as you order it once, you will probably order it again when you need other goods in the future. The enterprise will strive to maintain its relationship with you, and hope you can place more orders. Finally, when facing customers, test your preparation, understanding of project details, accuracy of language expression and neatness of dress. It is best to prepare a clean, clear and superior contract. Special contract paper is recommended. Doing all the details well is the minimum respect for customers.